E4 has secured online fashion retailer Simply Be as its first ever official channel sponsor. The brand hopes to inspire fashion purchases and consideration among 16 to 34-year-old audiences.
4Sales in Manchester, Carat Manchester and the Story Lab media agency delivered the deal. It is now in place on the channel with immediate effect. This includes 10-second idents before every show on E4, between 6am and midnight every day.
For the next year, Simply Be can use the E4 logo alongside its own branding, to further showcase its partnership with the channel on its owned platforms. To help the brand talk to that hard-to-reach young audience, additional coverage will be provided directly to audiences on All 4 and on social media.
Rupinder Downie, Channel 4’s partnerships controller sponsorship, said: “It was great to work with Simply Be to create bespoke solutions to reach their target audience via E4. They are a brand that encourages everyone to be whoever they want to be in a positive way, and this fits perfectly with E4’s light-hearted tone of voice and strong youth credentials.”
Ed Watson, chief brand officer at N Brown Group which owns Simply Be, added: “At Simply Be we are committed to empowering our customers and making them look and feel the best they possibly can. As a brand we are ahead of the curve, authentic and unapologetic, and E4 totally mirrors this – being full of energy, existing to entertain, and make their audience feel amazing.
Carat’s managing director Peter Metcalfe said that the deal is a “great fit with both brands sharing very familiar values”.
He believed the deal will give the brand a significant share of voice and drive consideration.
E4 features shows like The Big Bang Theory, Brooklyn Nine-Nine and Hollyoaks.